Marketing Mistakes and Successes

Preface iii About the Authors vi Chapter 1 Introduction 1 PART I MARKETING WARS 9 Chapter 2 Cola Wars: Coke vs. Pepsi 11 Chapter 3 PC Wars: Hewlett-Packard vs. Dell 34 Chapter 4 Airliner Wars: Boeing vs. Airbus 50 PART II COMEBACKS 73 Chapter 5 McDonald’s: Rebirth Through a Low Growth Strategy 75 Chapter 6 Harley-Davidson: Building An Enduring Mystique 94 Chapter 7 Chrysler: Merger Problems and Recovery 109 PART III MARKETING MANAGEMENT MISTAKES 127 Chapter 8 Newell’s Acquisition of Rubbermaid: An Unbelievable Disappointment 129 Chapter 9 Kmart and Sears: A Hedge Fund Manager’s Disaster 142 Chapter 10 Euro Disney: Bungling a Successful Concept 156 Chapter 11 Borders: Too Comfortable with Its Comfy Bookstores 174 Chapter 12 Maytag: A Sales Promotion Debacle in England and the Allure of Outsourcing 186 Chapter 13 Borden: Letting Brands Wither 202 Chapter 14 United Way: Damage Control for a Nonprofit’s Image 215 PART IV ENTREPRENEURIAL ADVENTURES 229 Chapter 15 Google: Will an Entrepreneurial Giant Continue to Rule? 231 Chapter 16 Starbucks: Can a Model of Growth Reinvent Itself? 250 Chapter 17 Boston Beer: Is Greater Growth Possible? 266 PART V ETHICAL MISTAKES 281 Chapter 18 Merck: The Vioxx Catastrophe 283 Chapter 19 MetLife: Deceptive Sales Practices 298 Chapter 20 Toyota: Accelerating Problems 311 PART VI NOTABLE MARKETING SUCCESSES 329 Chapter 21 Southwest Airlines: Is It Still the King of Cheap Flights? 331 Chapter 22 Nike: Is It an Unassailable Powerhouse Brand? 351 Chapter 23 Vanguard: Is Advertising Really Needed? 369 Chapter 24 Conclusions: What We Can Learn 381 Index 400